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All Journal Management Studies and Business Journal
Victor Paskah Kalawat Lengkong
Department of Economics and Business, Universitas Sam Ratulangi, Manado, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGIC DEVELOPMENT OF PRICING, BRAND EQUITY, AND PRODUCT QUALITY IN DRIVING CONSUMER PURCHASE DECISIONS: EMPIRICS FROM VIRGIN COCONUT OIL MSMES IN NORTH MINAHASA, INDONESIA Silvya Lefina Mandey; Victor Paskah Kalawat Lengkong; Jenny Emma Agustin Kandou
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 12 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/8578j514

Abstract

Virgin Coconut Oil (VCO) is increasingly valued for its nutritional and therapeutic properties, offering a strategic opportunity for micro, small, and medium enterprises (MSMEs) in North Sulawesi, Indonesia. Yet, limited standardization, weak branding, and inconsistent pricing hinder competitiveness. This study analyzes how pricing strategy, brand equity, and product quality individually and jointly influence consumer purchase decisions for VCO products in North Minahasa Regency. Using a quantitative, associative-causal design, data were collected from 100 consumers selected through purposive sampling. Multiple linear regression reveals that product quality exerts a positive and significant influence on purchase decisions (p < 0.05), whereas pricing strategy and brand equity show no significant individual effects. Nevertheless, all three variables together significantly affect purchase behavior (F = 6.166, p = 0.001), explaining 16.2 percent of total variance. The findings underscore that consumers prioritize functional attributes; purity, clarity, and durability over price or brand cues. Policy-wise, the study recommends value-based pricing, consistent quality control, and long-term brand building to strengthen MSME competitiveness in Indonesia’s coconut industry.
Co-Authors Jenny Emma Agustin Kandou Silvya Lefina Mandey